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Harry Potter author J.K. Rowling is continuing in her efforts to help locate a young girl from the UK who went missing from her family while on holiday a few months ago. The case of four year old Madeleine McCann has generated world wide response, including early response from Jo who donated a large sum of money to a reward fund. Now J.K. Rowling is asking booksellers to display a poster of the missing child when they sell Harry Potter and the Deathly Hallows this weekend. From a press release, Jo is quoted as saying:

“I fervently hope that posters displayed prominently in shops all over the world when the new book comes out will help find Madeleine McCann and will raise the profile of the many other missing children in different countries.”

There had been earlier talk of including a bookmark in the novels about the young missing British child, but the plans for that were scrapped reports the International Herald Tribune “because Rowling and her publishers “feel that they have a responsibility to protect younger readers and not to expose them to certain issues without their parents’ compliance.” The title of the book also made it inappropriate, the statement said. “